The chief executive of Starbucks’ South Korean operations has been abruptly dismissed following a disastrous marketing campaign that triggered widespread national outrage. Retail conglomerate Shinsegae Group, which manages the coffee franchise locally, ousted Sohn Jeong-hyun after a promotional stunt dredged up painful memories of the country’s authoritarian past.
A catastrophic promotional launch
The controversy centres on the ill-conceived “Tank Day” event launched this past Monday, which was designed to market a new range of heavy-duty reusable cups. Unfortunately for the brand, the rollout coincided exactly with Democratisation Movement Day.
This annual observance honours the victims of the May...